How to integrate Google Analytics data into Microsoft Dynamics CRM

See how easily you can integrate Google Analytics data, such as Landing Pages and Channel, into Microsoft Dynamics CRM so you can learn which of your marketing channels and campaigns are effective in generating leads, customers, and revenue

Lead Profile Microsoft Dynamics CRM

Do you know which marketing channels and campaigns are responsible for driving the majority of your leads and customers?

If not, it's likely you are wasting your precious marketing budget and won't know how to drive growth for your organization.

There is a solution though.

By integrating Google Analytics data - such as Channel & Landing Page- into your Microsoft Dynamics CRM instance, you can run reports that show you exactly what channels and campaigns are driving leads, customers & revenue.

In this article, we'll teach you how you can use Attributer to integrate Google Analytics data into Microsoft Dynamics CRM.

What is Attributer?

Attributer is a small, yet efficient script that you place on your website.

When a visitor lands on your site, Attributer gathers all the technical information from that session and uses it to determine where the visitor originated from.

Using that data, Attributer then categorizes the visit into a standardized set of marketing channels. A few examples of these are Organic Search, Paid Social, and Paid Search.

Next, Attributer stores the categorized technical data as a cookie in the browser used by the visitor. Then when the site visitor submits a lead form, Attributer passes that Channel information, along with the details of the visitor, into Microsoft Dynamics CRM.

Once you have accurate Channel and Landing Page data inside your CRM, you can then use your existing reporting tools to understand what marketing channels and initiatives are actually driving the leads that convert into customers and revenue.

4 steps for integrating Google Analytics data into Microsoft Dynamics CRM

Using Attributer to integrate Google Analytics data into Microsoft Dynamics CRM is easy. Here's how to do it in 4 easy steps:

1. Add hidden fields to your forms

Add Hidden fields

To get started, you need to add some Hidden Fields to your lead capture forms. These hidden fields are:

  • Channel
  • Channel Drilldown 1
  • Channel Drildown 2
  • Channel Drilldown 3
  • Landing Page
  • Landing Page Group

Most form-building tools make it easy to add hidden fields, or if you're using a custom HTML form on your website then you can simply add input type="hidden" to the form fields.

2. Attributer automatically completes the hidden fields with Google Analytics data

Populate hidden fields

Once your hidden fields are added, Attributer then gets to work completing those hidden fields with Google Analytics data.

Attributer keeps track of where site visitors come from and then when they fill out a lead form on your site and submit it, Attributer automatically populates the hidden fields with data from Google Analytics.

For example, if you were Dropbox and a visitor makes their way to your site from one of your brand campaigns in Paid Search, Attributer fills in the hidden fields in this manner:

Channel = Paid Search
Channel Drilldown 1 = Google
Channel Drildown 2 = Brand Campaign
Channel Drilldown 3 = Dropdox

Aside from the Channel information, Attributer also captures a site visitor's first landing page (i.e. and the first landing page group (i.e. Business).

3. Google Analytics data is passed into Microsoft Dynamics CRM

UTM data sent to CRM

Finally, when a visitor submits the form on your website, all of the Channel & Landing Page data is passed into your CRM along with the name, email, phone, etc of the lead.

4. Run reports to know what channels are driving leads, customers & revenue

Know channels

With the landing page and channel data in your CRM, you can then run reports using your preferred reporting tool, for example, an existing business intelligence software or the default reporting functionality in Microsoft Dynamics CRM.

With the data provided by Attributer, you would be able to see which of your channels are driving the most leads, the number of Closed Won deals coming from each channel, the conversion rate to Opportunity, and other critical metrics.

What data gets passed into Microsoft Dynamics CRM

At Attributer, we believe there are essentially key elements to attribution:

  • Channel - How did they get to your website? Usually one of Organic Search, Paid Search, Paid Social, Referral, etc.
  • Landing Page - What content on your site attracted them there? It could be your Features pages, your blog, your eBooks, etc.

As a result of this, we built Attributor so that it collects all the information you need to answer the above questions.

1. Marketing Channel Data

Attributer needs no prompting to capture which channels (Organic Search, Paid Search, Paid Social) your leads come from. It also collects further data on every channel (for instance, it also captures the Keyword, Ad Group, and Campaign for Paid Search).

2. Landing Page Data

Attributer automatically captures the first page the lead sees on your site (I.e. as well as the category of the page (I.e. Blog).

This is good for being able to view related content as one entity. For instance, being able to see how many leads your entire blog generated as well as being able to drill down into how many leads & customers each individual blog post generated.

Wrap up

Attributer is the tool to use if you're looking to get Google Analytics data into Microsoft Dynamics CRM easily. Setting it up is a simple process, and as soon as it's up and operational, you can run detailed reports and create dashboards in Microsoft Dynamics CRM that show you everything from how your ad campaigns are performing to how your SEO efforts are going.

What's more, it costs nothing to get started. Claim your free trial today!

Get Started For Free

It's free to get started with Attributer, and paid plans start at just $49 per month